Email is one of the most effective ways restaurants can
build relationships with customers, increase sales and get the most bang for
their marketing bucks. Here are 10 pointers to ensure you make the most of
your messages:

Be relevant. Personalize your message and make your email’s
content relevant to your customers. Give them what they want: Create a “VIP”
experience by offering promotions you don’t provide through other channels.

Be creative. Announce exciting offers, news and events with
messages that will grab your customers’ attention. As the quantity of
commercial emails increases, make sure your email stands out in guests’
inboxes. Encourage customers to come to your restaurant for special events,
holidays and unique promotions such as “Mother’s
Day” or “Father’s
Day.”

Integrate on- and off-line channels. Let your customers know
about your email program in your store, through community events, in print and
online. Provide incentives for your staff and customers to help spread the word
about your program. When all these channels work together, you increase the
effectiveness of your online marketing program.

Authenticate your email. Support email authentication
initiatives and make certain that your service provider complies. That ensures
your messages get in the inbox and not in the spam folder.

Identify yourself. In every message, include your
restaurant’s contact information and familiar branding. Your guests will feel
more comfortable when they recognize you. If they have questions about your
offer or need directions, your contact information helps them easily reach you.

Be open and responsible. Let your customers know about your
email privacy policy. Tell them about new practices and technologies you
implemented to safeguard them from spam. Being open about your email operations
helps build customer trust.

Manage message frequency. If you over- or under-email your
customers, you run the risk of them unsubscribing. Send one or two messages per
month to keep them interested but not overwhelmed.

Shape customer experience. What you say and when you say it
does more than informing a customer about your product: it helps create a
customer experience. Remember that for each email you send.

Integrate with social media. Don’t miss the opportunity to
extend your relationship with guests. Add links to your social media profiles
on Facebook, Twitter and other networks. Collect “likes” and followers’
information from social sites, and funnel new guests into your email program.
Use social media publishing tools to post from a single platform and streamline
your online marketing activities.

This content was provided by National Restaurant Association
partner Fishbowl.